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Don't be afraid to be an asshole

This comes from a former Google manager: "Don't be afraid to be an asshole about hiring only really smart people who have achieved something extraordinary in their careers. Put another way, don't fall prey to hiring people just because you have an opening and no one can come up with anything negative to say about the person.

Larry Page was the banner-carrier for this principle at Google. In general, he's not afraid to be an asshole! He's willing to state uncomfortable truths in public, even if there are people whose feelings get hurt."

Focus on the long term

"Google's always been focused on the long term and looking out beyond the horizon that many companies focus on. Teh way they position themselves for the future From investing in people to bleeding edge infrastructure to software infrastructure like Big Table, to investing in their brand by focusing on the user. Certainly a company that focuses on the long term, and for that reason I still really believe in the company," says Gil Elbaz, who spent 3.5 years at Google working on Adsense, and is now running data startup Factual.

Allow the employees on the fringe to be free to develop world class products

Elbaz also said, "A deep culture of trust and respect, specifically for engineers. It's well known that a great deal of innovation is coming from the fringes of the organization, primarily these engineers that often have a very sharp sense of what users need, and are also the ones that need to be inspired to develop world class new apps. So much of it is about creativity, whether it's user experience or about the infrastructure need. It really has to be about inspiration, not some stick."